SI DIGITAL LAUNCH OF SWIMSUIT 2008 EXPERIENCES UNPRECEDENTED TRAFFIC AND ENGAGEMENT LEVELS

SI DIGITAL LAUNCH OF SWIMSUIT 2008 EXPERIENCES UNPRECEDENTED TRAFFIC AND ENGAGEMENT LEVELS

Unique Visitors, Total Page Views, Page Views Per Visitor and Time Spent All Ahead 2007’S Record Pace

One of the most iconic franchises in media, Sports Illustrated Swimsuit, has firmly established itself as a digital powerhouse with another record-breaking performance for the brand. On February 12, the SI Digital Group launched SI Swimsuit 2008 (si.com/swimsuit), and in the first 10 days the site has set new standards for traffic and engagement, surpassing many of the 2007 totals for the same launch period which had been the highest trafficked swimsuit period since SI launched a digital version 12 years ago.

To date, SI Swimsuit 2008 has garnered more than 228 million page views, growing 41% over 2007, the site’s visitors are more engaged, with a 35% increase in page views per user (31) as well as a 7% increase in time spent (over six minutes). The number of unique visitors – 5,405,634 – is up 4% from a year ago. (Source: Omniture).

“The digital component of the SI Swimsuit franchise is becoming as iconic as the issue,” said Jeff Price, President, SI Digital. “The initial response to the 2008 Swimsuit launch reinforces the growth patterns that we have experienced for the site over the last several years.”

SI Swimsuit 2008 reflects a blend of creative editorial features with unique interactive components and exclusive video, all designed to foster a more personal connection with SI Swimsuit fans. The site features more than 1,500 exclusive photos and over 100 minutes of behind-the-scenes video from every photo shoot, which included supermodels, NFL Cheerleaders (making their Swimsuit debut,) IRL star Danica Patrick and an up-close look at the Will Ferrell/Heidi Klum shoot featuring Ferrell in character as Jackie Moon from the upcoming “Semi-Pro” feature film release.

“The dynamic editorial themes of Swimsuit 2008 coupled with the new, interactive features have proved to be a powerful combination bringing visitors to our site at historic levels,” said Paul Fichtenbaum, Managing Editor, SI.com. “We are thrilled with the feedback that we have received about the content of the site and the way it is presented.”

Making its debut on SI.com/swimsuit is a “mash-up” feature which allows users to create a unique 45-second video by selecting footage from 12 model shoots and incorporating one of five custom instrumental tracks – dance, country, funk, reggae and rock ’n’ roll – as well as transitional effects such as fades, dissolves and wipes. Users can create their own “mash-ups” at SI.com/videomash and embed them into their blogs and MySpace accounts as well as e-mail them to friends.

SI.com also produced a series of seven intriguing videos in which models discussed and performed fictitious jobs before they became Supermodels. Brooklyn Decker, for example, was an archeologist, Jessica Gomes was a bowler and Irina Shayk was a ventriloquist. In addition, the site features model diaries and self-portraits, plus an in-depth look at how Bodypainting goes from concept to final product.